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Amy Childs, star of The Only Way is Essex, beautician, model and fashion designer, is now the face and body behind lingerie brand Ultimo. Childs will front the brand’s new ‘Bra Queen’ line for Tesco. The new range aims to offer great value without compromising on design.
We can’t get enough of Amy Childs at the moment. Modelling herself on Katie Price, she is well on the way to passing the brand formally known as Jordan in the popularity stakes. 21 year-old Childs rose to fame in 2010 when she starred in the Essex based reality show Towie whilst working as a beautician and model in Brentwood. Childs follows in the footsteps of model and TV presenter Tamara Ecclestone, model and actress Kelly Brook and ex-Spice Girl Mel B, who have also represented the underwear brand.
Lingerie tycoon Michelle Mone, founder of Ultimo, said: "I'm so excited to be bringing the new Bra Queen brand to Tesco - a great value range in the fashion fast lane without compromising on design and quality. The brand is about creating everyday lingerie fit for a queen, designed for a queen but without a royal price tag."
Childs is also launching her own clothing line, and earlier in the week she turned up to cast models for her collection wearing a navy, satin jumpsuit. She looked very glam, but I think it was an odd choice for daytime, plus she had a rather unfortunate VPL (remember satin is less than forgiving). The jumpsuit had wide legs, a belt and a halter-neck top showing off her cleavage. She wore it with statement long earrings and black patent heels (more shine?).
Childs will no longer be appearing in TOWIE because producers have said she has turned too celeb for the ‘everyday’ nature of the show. She has however, been given her very own reality show, ‘All about Amy’ on channel 5.
